But what if that key phrase isn’t actually used by your potential customers?

What if despite the glamour of your number one ranking it’s not going to deliver your site traffic?

Ranking highly for phrases that your potential customers are searching for is the key to success through search. Ranking highly for terms nobody uses is pointless, as is attempting to rank against unrealistic competition for example massive national or international companies.

So how do you know what your customers are searching for?

The perception of this can quite often be different from the reality.

What you can do to get a background understanding is use Google Adwords. This is Google’s advertising tool but don’t worry, by signing up there isn’t any cost to you or obligation to spend. The reason you want to get in to Adwords is they have a very useful tool called the ‘Keyword Planner’.

This tool allows you to type in any number of different search terms and see the volume of people searching for them each month.

The results might surprise you and should give you a guide as to what key terms you should actually be focused on; the ones where you can rank highly against your competition whilst also delivering new customers to your site.

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